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Now, the word is out. \u201cDoesn\u2019t everyone know Fashion Trust?\u201d Deborah Won, one of the graduate finalists, asked during the showcase. It\u2019s one of few awards that caters to emerging talent, she noted. Lii\u2019s Li, who is also in the running for the LVMH Prize this year, applied after Welch, who is on the FTUS board, advised him to do so. AnOnlyChild\u2019s Chen says she and Osborne found out about the awards through their peers.<\/p>\n
Still, among the broader fashion community, FTUS lacks the name recognition of its Middle Eastern counterpart, Fashion Trust Arabia, which Fares founded in 2019. At the November 2025 edition, fashion elite from Miuccia Prada to Daniel Roseberry were in attendance. Fares believes that the FTA association is helping FTUS, just as Fashion Trust UK (the original organization, which Fares founded in 2011<\/a>) helped in the early days of the Middle East edition. \u201cI remember very well, when I went to meet all the Middle Eastern designers, they were very suspicious and not wanting to apply,\u201d she says. The UK proof point helped to build trust. \u201cIt\u2019s exactly the same in the US,\u201d she says. That there\u2019s also now a US track record helps too.<\/p>\n Fares is confident that, once solid bones are built, the rest will follow. Her primary focus is enlisting the right talent. \u201cThis scale is big. The talent pool is incredibly broad and making sure we\u2019re reaching the right designers, supporting them in the way that\u2019s actually meaningful\u2026it\u2019s time consuming.\u201d By building a platform that has value for designers \u2014\u00a0meaning, it actually helps their businesses grow \u2014\u00a0Fares believes visibility will follow. \u201cWe\u2019re focused on growing in a considered way rather than trying to accelerate too quickly,\u201d Fares says.<\/p>\n FTUS is gaining traction. Diotima\u2019s Scott first found out about the awards through social media. \u201cAs a brand, we\u2019re always looking for opportunities that not only provide support but also align with our vision and values,\u201d she says. \u201cIt felt like a program that genuinely understood the landscape for brands like Diotima.\u201d Scott used the prize money to stage Diotima\u2019s first runway show in September 2025.<\/p>\n \u201cWinning was truly a turning point for us,\u201d Scott says. \u201cThe support we received allowed us to invest in some key brand initiatives that we had been working toward \u2014 most significantly, producing our first runway show. That was a huge milestone for Diotima. A runway show is more than a presentation; it’s a statement about where the brand is going and a powerful way to connect with a wider audience. Without the resources the win provided, that moment might not have come when it did. It gave us the visibility and momentum we needed at exactly the right time.\u201d<\/p>\n Ahead of the inaugural awards ceremony in 2023, Fares said that<\/a> she was seeking to prove out the necessity and value of the non-profit for the US fashion landscape. Has FTUS achieved this?<\/p>\n \u201cIt\u2019s a bit more recognized. It\u2019s a bit more international [in attendance]. Designers want to be involved,\u201d Fares says. \u201cWe sold more tables, we have more sponsors. So yes, we are growing.\u201d Still, she says, there\u2019s more to do. \u201cTo raise more funds, that\u2019s important to be able to give back more. And it\u2019s about continuing to strengthen the program and the level of support. I want to build something that designers can rely on, not just [for] a moment in time, but as they grow.\u201d<\/p>\n More from this author:<\/strong><\/p>\n The Business of Euphoria<\/a><\/p>\n Saks to Exit Bankruptcy This Summer<\/a><\/p>\n PVH CEO Says Calvin Klein Is Feeling the Love Story<\/em> Effect<\/a><\/p>\n<\/div>\n